The power of repurposing your content
When I say that repurposing your content is a complete game-changer…I mean it!
There are so many benefits (which I’ll get into in a bit!) and it can really help elevate your business.
The best part? All you need is one core content piece to get started and you’re good to go!
But before I get ahead of myself, let’s go over the basics and look at what repurposing actually is and how it works.
What is repurposing?
So, repurposing is where you take one piece of content, and repurpose it into many other content pieces/ content formats.
The best type of core content piece for repurposing is something that is a bit longer such as a blog, a longer email newsletter, or even a podcast!
You then take this core content piece and turn it into snippets of other content!
For example, you might take one of your podcast episodes and use snippets of the content from here to create a batch of social media posts. This could include posts for your feed, including static images and swipeable carousel posts. You can even create reels from your podcast content (a favourable content format on the Instagram channel). You could also use questions and polls and points of discussion from the podcast, and use these as part of your Instagram story strategy. Remember, Instagram loves to see engagement on your profile, so so this is a great way to please the algorithm!
And of course, it’s not just social posts that could be created, you could also use your core content piece as part of your email, or blog strategy too.
So the general gist is that you take one piece of longer content and turn it into many different pieces and forms of content to use throughout the month!
The benefits of repurposing
Now let’s get to all the juicy benefits of repurposing- because there are a LOT!
One of the biggest is probably the amount of time it can save you as you aren't having to dedicate loads of extra time to reinvent the wheel for each piece of content or come up with 20 different ideas each month!
This in turn helps you save money as you can spend the time you usually spend on generating ideas and creating new content on actual client work or to start planning your next exciting service!
Naturally, it allows you to spend more time in your zone of genius as well. Because I’m guessing you didn’t start your business to spend every day churning out bucketloads of content. You could also start to outsource the repurposing to someone else (like me!) because they can use that central piece of content as a guide to creating the rest for you.
This way of outsourcing also gives you slightly more control over your business and the content that is created for you because it all starts with you. You’re the one who creates that first core content piece and the extra content steams from there.
In fact- this is one of my client's favourite things about having me repurpose her content. She feels she still has control but is also able to really maximise and scale on that content by having the support of someone to extend the lifeline of the content.
But the benefits don’t stop there. If you read my previous blog about the importance of having a cohesive marketing strategy, you’ll know how important it is to cover all bases when it comes to marketing. And repurposing is such a great way to do this!
It allows you to target everyone in your audience from those on your social media channels to those on your email list and even people who only see your website! So no one misses any of your content! Plus, you can appeal to all of the ways that people like to consume content. Some people prefer to read, others like video, and some people want a chance to interact.
Another great thing about repurposing is that it helps you to keep up with the pace that our world moves in! People consume so much content on a daily basis so, in order for yours to stand out, you need to be everywhere! This helps you build that rapport and your credibility too!
Tips to help you repurpose
One of the most important things about repurposing is having a really good core content piece. So I thought I’d share how I recommend going about creating one and then how to repurpose it from there!
Step 1: Map out your goals for the next quarter and decide on what topics will best support you in reaching them!
Step 2: Plan out how much and what type of content you need for each month!
Step 3: Start looking for inspiration and relevant topics that you can use for your core content piece. Looking at what your competitors are doing and what’s trending, asking your audience what they want, and identifying which of your services need a boost are my favourite ways to do this.
Step 4: Create your core content pieces (blogs, email newsletters, podcasts) about your key topics.
Step 5: Take some time to scan through that core content piece and pull out certain sentences/ quotes that could be turned into a headline. Then go through those headlines and think of any questions about the subject. These could be questions you might have or that your audience might have on the subject that you could expand on.
Step 6: Match your headlines and questions to visual material (particularly important when creating social media posts). If you’re repurposing something into a blog, start doing some keyword research that can be slotted into those topics to help boost your SEO and to see how you can further elaborate on each point!
Step 7: Get organising! I like to create a content bank using something like AirTable, Trello, or Asana to keep a track of the content, plan it out and link it up. (Any extra content can then be saved for a rainy day!)
Just remember that this doesn’t have to be a rigid process and that it’s fine for things to ebb and flow depending on what’s happening in your business! Your topics or the type/amount of content you need might change and that’s completely fine!
It’s also fine if you don’t have time to do all of this! In fact, there are lots of people who don’t have time to repurpose all of their content. Which is why I created my Podcast/ Content Repurposing service!
All you have to do is upload your podcast/ core content piece and I’ll take care of the rest, turning it into captions and visuals! I can even pull on the versatility of the podcast into blogs or emails too. So if that sounds like something you need in your life, then click here to find out more!
